On a sunny, 75-degree day in October, dozens of aspiring stars from across the Southland gathered there to raise their voices in song, competing in an "American Idol"-inspired contest.
Each was asked to perform 60 seconds from either "Silent Night" or the Donny Hathaway R&B favorite "This Christmas" before a panel of "celebrity judges."
Even if the songs were at odds with the spirit of a season defined by jack-o'-lanterns and artificial cobwebs, they were sung in the service of a yuletide hallmark that arrives each year as faithfully as old Saint Nick: a Christmas movie.
The competition was actually part of a multi-platform promotional campaign for the upbeat family comedy "This Christmas," which hits theaters Nov. 21 and stars teenage R&B superstar Chris Brown, Regina King and Delroy Lindo. Similar competitions took place in 34 other cities across the country, and it was 18-year-old Atlanta native Antenica N. Smith who took home the top prize. Smith was chosen via online poll at AOL's Black Voices portal -- where clips of the contestants' performances can be viewed -- and will sing live tonight on Black Entertainment Television's "106 & Park," a special also intended to hype "This Christmas." The newcomer will share the stage with none other than pop prince Brown.
Winning was only of secondary concern to Tiara Edwards, 19, who heard about the contest on the radio early last month and, on a whim, drove from Lancaster in an eye-popping minidress to perform her song standing in front of a "This Christmas" one sheet.
"I want to take Chris Brown out on a date!" Edwards said. "I'll even pay.
"If I don't win, I'll probably see the movie anyways."
Screen Gems has become moviedom's foremost practitioner of the contest-promo gambit.
Sony's scrappy genre division successfully staged fan competitions in conjunction with its previous urban youth-oriented films, the teen dance drama "You Got Served," which topped the box office in its 2004 weekend debut and the collegiate dance drama "Stomp the Yard," which took the No. 1 spot in its opening weekend in January.
Marc Weinstock, Screen Gems' executive vice president of marketing, explained the way such contests virally generate publicity without costing big advertising bucks.
"When winners are selected, those markets see grassroots efforts geared to help a local represent [his or her] city," Weinstock said. "Those winners get on local radio, print and TV. And that translates into people seeing the movie. It's branding six weeks before the open."
Weinstock added that Christmas movies have historically benefited from strong word of mouth -- the cornerstone of the marketing push for '"This Christmas."
"There are so many things we love about contests," he said. "They bring the movies to fans in a way that's not advertising. It gets them excited about the talent. And music is a big part of the backdrop in this movie -- Chris Brown's character sings two amazing songs -- so it was concept-related. Most contests are like, 'Hey, win a trip to Washington D.C.' "
"This Christmas" cast member Lauren London, who plays a conflicted college student home for the holidays in the film, was roped into judging the singing challenge at the Baldwin Hills Crenshaw Plaza. She was most struck by contestants' palpable mix of eagerness and apprehension -- their fervent desire to get into Brown's mix.
"It seems like it's a big thing for them," London said. "I saw people whose hands were shaking. They didn't know where to look. Chris Brown is so hot right now, he has that effect on people."
No comments:
Post a Comment